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Despite a recession, Brits are spending big in a bid to look better before baring all on their summer beach holiday

21 June 2011 – People in the UK are more likely to spend lots of money on their appearance in preparation for their summer hoildays than ever before, regardless of money being tighter, according to the money off voucher site's latest consumer survey.

People in East Anglia are more likely to spend above £2,500 on their appearance, while those in London would cap their spending at £2,500, possibly due to a higher living cost. Those that would spend £500 in order to look good was more than 50%, and 12% would gladly spend up to £1,000.

The recent attention of looking after oneself might be compounded by the regional reality TV shows, such as Made in Chelsea, Geordie Shore and The Only Way is Essex (TOWIE). TOWIE fans will be familiar with the statement, “No carbs before Marbs”, before the cast members jet-off to Marbella on holiday.

Out of the 700 respondents in the survey, the voucher site found that those who buy new shoes or clothes amounted to 83%, and over 50% would buy new swimming items. Over 20% would buy beauty treatments to look better and up to half of Brits would get their hair cut.

Those that would diet or join a gym to lose some weight or tone up was under 20%, and a fifth of people would buy sun bed sessions or bottles of fake tan to not look so pale on the beach. The region that is most likely to have a haircut and tan themselves before a holiday was those from the North East, although they wouldn't necessarily go to a beautician even if there was a discount.

Doug Scott, managing director, commented on the results: “It's perhaps surprising to hear that people would spend up to and sometimes over £500 for their pre-holiday treatments, regardless of the fact they are the same people that are cutting their energy bills and petrol costs down due to the recession. Even if they have financial worries, they won't let that affect their 'look' on the beach this summer.”

In the survey, people were asked what they could do for their appearance and those in the North West suggested that 24% would prepare more, 60% would lose weight, and 25% would work out more.

The Welsh, Scottish and Londoners would try to cut their drinking down, and 42% said they would better their dress sense. The most common answer for those asking to give Brits advice on holiday was to 'wear more sun cream to avoid burning'.


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